Challenge: Just My Size, the number one brand of plus size apparel, had seen flat sales and were underpenetrated at some accounts. The brand wanted to grow their over the counter sales at targeted key accounts and also build an ability to communicate directly with their customers.
Strategy: Bridge partner led the effort to build direct and on-line promotional programs to improve sales, develop and grow customer database, and acquire actionable information on brand shoppers for JMS. The programs featured new logos and photography to enhance brand image and coupons to incent purchase. Direct mail utilized in-house database and targeted new lists. Online incentive programs captured consumer profile and usage data and coupon tracking techniques captured retail shopping information.
Results: Programs resulted in a 7% over the counter sales increase, a 500% expansion of the customer database, and a clear understanding of the product usage patterns of key shoppers as well as insight into retail shopping preferences.